| "Let's make movies!" exclaims fictional | | | | small screens on cell phones to 60 inch home |
| stuntwoman Rayleen Gibson, a character played | | | | theaters -- the communication mode most likely |
| by Tracey Ullman in the award winning HBO | | | | to influence us will continue to be visual. Nearly |
| comedy series "Tracey Takes On" carried on | | | | every person alive today has grown up in the |
| cable television several years ago. It was | | | | heyday of mass media marketing. We're all |
| Rayleen's signature parting-shot signoff line. The | | | | consumers of advertising -- much of it on |
| exaggerated way she barked it -- similar to a | | | | television. This probably won't change. But the TV |
| ship's captain to the crew -- added to the show's | | | | folks have taken note that the Internet is no |
| humor. If a vision of "Let's make movies!" is | | | | longer a faint whistle heard blowing in the distance. |
| flashing on the silver screen of your mind, this | | | | They realize it now has become a large, lumbering |
| article may be just the ticket to get you into a | | | | freight train -- headed right into town -- bent on |
| front row seat at the show. | | | | wreaking havoc to their bottom line. And they |
| There are lots of uses for corporate video. | | | | known it's on track because they can feel the |
| Increasingly popular are video news releases | | | | ground shaking. I'll discuss more about the Internet |
| announcing a new or improved product. Many | | | | and high technology later. Considering these facts, |
| companies have found value in "how-to" | | | | I hope you're now "sold" on the advantages of |
| instructional videos aimed at consumers. There | | | | corporate video! |
| are infomercials and testimonials continue to be | | | | With recent advances in technology -- relatively |
| one of the absolute best forms of advertising. | | | | inexpensive digital video recorders, computer |
| Videos of a few happy customers praising your | | | | software and hardware -- it would seem that |
| company could work magic for your marketing | | | | movie making for the masses is "an idea whose |
| efforts. And you wouldn't necessarily need to buy | | | | time has come." Well, yes... and no. Indeed, top |
| any broadcast time because all this -- and more -- | | | | notch consumer hardware and software is |
| can be loaded on your company's web site. | | | | available. Just ask any teenager who aspires to |
| Do your new employees feel welcome? In | | | | become the next Steven Spielberg! But the |
| mid-size and larger organizations, it's often difficult | | | | successful and convincing production of a |
| for a busy CEO to personally greet each new | | | | corporate video requires an element not found in |
| employee with a handshake. Until the CEO can | | | | a collection of wires, chips, lights, lenses, hard |
| schedule face time with a new recruit, a | | | | drives, LCD monitors, keyboards or other |
| welcoming message from the "top dog" on DVD | | | | electronic gadgetry. That element is intellectual skill |
| may work wonders. Into the narrative the boss | | | | -- and the expertise required to tell a story in a |
| can weave words about the company's mission | | | | unique way. Because this skill is a learned trait, |
| statement, relate a brief history of the firm, | | | | most writers don't have it. Let me explain. |
| communicate a vision of its future, and explain | | | | Keep in mind, Hollywood movies and most prime |
| how the organization expects each employee to | | | | time television shows are designed to entertain. |
| treat its customers. If you opt for a hard copy, | | | | Script writers ply their trade with entertainment in |
| the recruit can take a DVD home and share it | | | | mind. Their story lines rely upon aspects of |
| with family members. Or the boss' full motion | | | | conflict and drama as "hooks" to get audiences |
| message can be placed on your corporate web | | | | emotionally involved. Because you psychologically |
| site. | | | | identify with the good guys, you're "in their |
| Then there's the U.S. Department of Labor | | | | corner," you root for them. When watching a |
| Occupational Safety & Health Administration -- | | | | comedy, you laugh at the "nutty guy" because in |
| commonly known as OSHA. Its web site says, | | | | real life you know someone who's almost exactly |
| "Nearly every working man and woman in the | | | | like him -- psychologically you to tend to identify |
| nation comes under OSHA's jurisdiction (with | | | | with the character. You're hooked. With |
| some exceptions such as miners, transportation | | | | comedians and talk show hosts, you generally |
| workers, many public employees, and the | | | | either love them or hate them -- depending upon |
| self-employed). OSHA's mission is to assure the | | | | how close their humor content or world view |
| safety and health of America's workers by | | | | matches your own. As in the other examples, |
| setting and enforcing standards; providing training, | | | | you're prone to identify with the performer. With |
| outreach, and education; establishing partnerships; | | | | corporate video, writing objectives are different |
| and encouraging continual improvement in | | | | from those of entertainment. Though a good |
| workplace safety and health." The statement is a | | | | corporate piece needs to contain elements of |
| shining example of bureaucracy in full bloom. But | | | | entertainment -- after all, we don't want viewers |
| write off its real meaning at your own peril! When | | | | to fall asleep! -- Its primary purpose is to |
| these folks walk into your office flashing their | | | | enlighten, or to teach, or to inform. Thus, when |
| badges, rest assured the results will be no picnic! | | | | telling a story in the corporate arena, the writer |
| Customized videos can be used as a tool to aid | | | | and producer need to have a working knowledge |
| your company in its efforts to comply with OSHA | | | | of how adults learn. The entire corporate video |
| standards. Videos can be utilized during new | | | | production is built and scripted using this pedagogy. |
| employee orientation and for on-going or | | | | For example, most adults are competency-based |
| "refresher" training of seasoned personnel. And as | | | | learners. They want to learn a skill or acquire |
| I've said before, they can be part of your | | | | knowledge that can be quickly applied to their |
| company's web site. | | | | immediate circumstances. Work-related situations |
| In today's fast moving culture, video may indeed | | | | present a more appropriate framework than |
| be the most effective method to communicate | | | | academic or theoretical approaches. In other |
| ideas. For years it has worked well for the folks | | | | words, the astute writer or producer will employ |
| on Madison Avenue where big advertisers and | | | | active demonstrations using full motion video, |
| broadcast and cable networks meet. People like to | | | | rather than showing a talking head communicating |
| watch. Though movie theater attendance has | | | | abstract theory -- or, worse yet -- by displaying |
| been steadily declining -- perhaps due in part to | | | | numerous lines of text on the screen. |
| the growing popularity of the "third screen" (the | | | | Talking heads or lots of text signal a certain |
| Internet) -- we're still able to get our movie fix via | | | | subconscious response in contemporary viewers. |
| DVD. Pundits say the Internet is about to change | | | | The message is "go to sleep!" And that is not part |
| that too, claiming traditional television sets will | | | | of making a Killer Corporate Video, but is more |
| soon be replaced by super-duper computers that | | | | likely the norm. Preventing it is the subject of part |
| will download program content directly from | | | | 2 of this article. |
| servers. But regardless of the device -- from | | | | |